DORITOS (For the Bold)
CAMPAIGN STRATEGY:
At Doritos, we believe that today’s generation exemplifies bold self-expression like no other, and we aim to put this attitude at the heart of everything that we do. This campaign not just epitomizes this belief, but is also fun, fresh, and larger than life. We are confident that this new campaign will connect with the audience and encourage them to express themselves, in their own bold ways.
THE TASK:
Objective was to develop refreshed product focused communications that drive top of mind awareness and irresistibility through taste & enjoyment.
CAMPAIGN FLOW:
Digital strategy built on the defined TA of BOLD category;
Digital assets used to leverage Doritos unique product characteristics, key consumption occasions, and new expressive visual identity to tell our product story in the Doritos tone;
KPIs in short-term: Awareness, message association or attribute rating (Brand lift and effect studies), Long-Term (BMS): Features: (1) Great Taste and (2) Bold Intense Flavors. These should collectively move the needle on Irresistibility. Feelings: Excited & Energized;
To achieve KPIs, strong focus on Paid Social Media assets and in balance between reach\engagement optimization;
Localization through communication, creating an emotional bond with a local audience with the help of influencers and topics suitable to the BOLD category;
As in campaign strategy, we encourage audience to express themselves, in their bold ways, we launched local influencer activation with niche categories like breakdance, basketball, and VR competition;
Influencer activation was also used to launch a social media contest, because contest is for the bold.